I am always up for the chance to evangelize the need for good sales and marketing content, but I was also interested to hear what Barry, a seasoned marketing professional and the owner of Response Targeted Marketing, had to say on the subject. It turns out we both agree – you need really good content to compete in today’s information saturated digital jungle.
Some handout notes to go with the podcast:
“Google is not necessarily telling us what they are looking for when they are indexing a page,” says Barry. “But we know… they are trying to best serve the searcher who is looking for information. You have to write content that will show Google that you know what you are talking about, give them the right stuff and then put it together in such a way that it comes up in that search.”
The competition for quality content is increasing. Google knows what pages we look at. It is collecting data on where and how we spend our time online – if people are engaging with a page it must be good. To get people to engage with your page, your web content needs to offer your audience the information they want, in a way that keeps them reading. Good content is good for your business.
Barry also talked about the need for pairing website copy with type design to draw the reader’s attention. That is an idea I agree with wholeheartedly.
Using the right typesetting techniques and graphic design elements is critical to directing attention. Research shows readers see less than 20% of the text. But capital letters, bold text and numbers draw the eye and are some of the design components you can use to draw eyes into your page. Once your copy is written you need to design the type to make the right information stand out.
For those wanting to know more about copywriting, Barry recommends getting a copy of The Adweek Copywriting Handbook by Joe Sugarman. I have not read this one yet but Sugarman is a recognized giant in the field of copywriting so I have no doubt it’s packed with great advice.
Wondering what makes my list of top content marketing and copywriting books? The following books are some of my favorites. I think they are valuable for writers, marketing professionals and anyone who wants to understand the nuances of copywriting and the art and science of using your words persuasively.
Letting Go of the Words: Writing Web Content that Work by Ginny Redish
Influence: The Psychology of Persuasion by Robert B. Cialdini
Listen to Janette Lonsdale talking about copywriting here